Jones added the store will carry Prana, a rock climbing and yoga brand; Ibex, merino wool made in Vermont; and footwear by Bogs, New Balance, Choco and Vasque, the No. 1 selling hiking boot.

Great mentors

Jones said she spent some time working under the Matters before she and her husband actually purchased the store.

"Peg has such a great eye for picking out quality and what people are going to like. She's been a great help and continues to be actively involved," said Jones.

Jones also credited Gail Bolson Magnuson of Agora Arts, where Jones worked for eight years.

"I feel fortunate to have learned from Gail, who does a fantastic job at everything retail. Having worked for her was what gave me the guts to do it (buy the Hatchery), because she was such a great mentor. Both Gail and Peg are awesome ladies," she said.

She said while Steve continues to help with the chickens, Peg will continue to help with ordering.

"They have both done a fantastic job of easing the transition," she said.

Come on in

The Decorah Hatchery is open from 10 a.m. to 5:30 p.m. Monday through Saturday, and from noon to 3 p.m. on Sundays until Christmas.